As far as fashion lookbooks go, there are a few brands that really know what’s up. Beaufille, for example, consistently produces gorgeously shot, I-want-to-curl-up-in-your-world-and-live-there lookbooks. Ultra-luxe houses like Louis Vuitton and Hermès also release unique LBs that we covet season after season. But when it comes to digital innovation in the world of apparel, Toronto-based clothing label OneMeth is hard to compete with.
A brand that was conceived of and developed within the walls of advertising agency OneMethod, this line’s MO has always been to challenge the status quo. You may have heard about their parent company’s reputation for working out of a ballin’ office and opening cool-kid restaurants, and their more recent pursuit into what they’ve dubbed “creative goods” is based around that same core desire to shake things up.
For OneMeth’s sophomore effort, they’ve teamed up with fellow local brand FADED (whose supporters include the Biebs himself) to create a capsule collection of streetwear basics. Made from 100% cotton and using a mix of waffle and pique knits, the line features a long-sleeve crewneck, hooded sweatshirt, beanie, and sweatpants (what else could one possibly want to wear in the winter?).
In conjunction with a traditional LB, OneMeth has also released the first ever fashion lookbook to be housed on Google Street View, with models set up around the OneMeth office sporting wears from the collection that you can actually view in 360-degree rotation.
“We’ve seen many great brands experiment and evolve the actual content of fashion lookbooks, but we haven’t really seen too many challenge the format,” says Max Sawka, Associate Creative Director of OneMeth. “When we landed on Google Street View, everything clicked. It offers viewers an incredible virtual experience with the clothing—you feel like you can almost grab it.”
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